影响搜索引擎营销效果的关键因素分析

此文从消费者的搜索行为入手,对可能产生的搜索结果、屏幕关注度分布和点击行为等展开分析,分析了影响搜索引擎营销效果的主要因素,以及控制和改变这些要素对营销效果的影响.这些要素包括:关键词所反映的搜索动机、信息项出现的位置、前后项关系、以及搜索动机与营销诉求的关联性等.文章采用实证分析方法,模拟用户浏览搜索引擎页面的过程,...

Study on the core factors impacting search engine marketing

The paper focuses on consumers' online searching behavior and analyzes the factors that may influence consumers' attention and click behaviors on the search results.These factors include consumers' motivation of search,location of an item on the webpage,impact of nearby items,and the relevancy between search motivation and ad wording.In a survey which mimics the browsing of search results,we manipulated different scenarios and asked the participants which links they would like to click on.The empirical resu...